Natural Intelligence has acquired Sidelines, a developer of technological tools for smart comparison of odds, tips and American legal sports bookies.
Founded by two ex-Googlers and gaming veterans, Or Lifshitz and Rotem Haber, Sidelines is currently connected to all major legal sports betting operators in New Jersey, and will soon launch in Pennsylvania.
Natural Intelligence operates comparison websites that drive customer acquisition, while Sidelines provides sports analysis, projections, real time odds comparison, injury reports and news feeds, as well as an online social platform.
As part of the deal, Sidelines employees will join Natural Intelligence’s 300+ employees in Tel Aviv to oversee the company’s US sports activities.
“As many states have legalised US online sports betting, and others are soon expected to follow, our hope is that Sidelines.io will help operators drive high-value traffic,” explained Lifshitz, the firm’s co-founder and CEO. “Since our launch in October 2017, we’ve added new features based on user feedback and look forward to becoming a key part of the game-plan for today’s sports bettors.”
Nir Greenberg, Natural Intelligence CEO, added: “As part of our expansion into the recently legalised US sports betting market (which has the potential to become the largest betting market in the world), we acquired Sidelines to help us secure our foothold in this market.
“The Sidelines team have developed some of the leading platforms in the current legal sports betting markets in the US. In line with Natural Intelligence’s goals and aspirations, these tools offer unique odds-comparison charts including a social fans hub, useful sports betting tips, great UGC and tons of statistics.”